Cracking the

Algorithm

Code

WHAT’S AHEAD…

TAKEOUTSFOR TODAY

2M A I N A R E A S

H O W T H E A L G O R I T H M W O R K S

SECTION 1

G O O G L E S E A R C H E N G I N E R E S U LT S

BACK WHEN EVERYTHING WAS BLUE

Title Tag

Googlegot too SMART

For more information :

goo.gl/TjOjq5

PANDA

ON-PAGE

• Quality of Content

• Quality of Code

• Is the Content Unique?

• Broken Links/Images

• Language Used

H T T P : / / W W W. T H E W O R L D S W O R S T W E B S I T E E V E R . C O M /

For more information :

goo.gl/DVVKgR

PENGUIN

LINKS

• Is this Link Natural

• Does the text in the link

contain keywords?

• Is this Spam

• Did they pay for this

link?

PENGUIN

LINKS

L I N K FA R M S

C L A S S I C P E N G U I N S I G N AT U R E

MANUAL

PENALTY

& QUALITY

Y O U R M O N E Y O R Y O U R L I F E ( Y M Y L ) G

OO

GLE We have very high Page Quality rating

standards for YMYL pages because low quality

YMYL pages could potentially negatively

impact users’ happiness, health, or wealth

For more information :

goo.gl/NP0p2e

HUMMINGBIRD

ALGORITHM

G O O G L E S E A R C H E N G I N E P R E - H U M M I N G B I R D

Keyword

Matches

Knowledge

Graph

Keyword

doesn’t

Match

S E A R C H “ H O W TA L L I S T H E G H E R K I N ”

RANKING

FACTORS

• E x a c t k e y w o r d s a r e n o t

a s i m p o r t a n t

d u e S e m a n t i c P r o c e s s i n g

• R i c h C o d e S n i p p e t s

o R e v i e w s

o P r i c e e t c

POSTHUMMINGBIRD

OTHER IMPORTANT RANKING SIGNALS

U S E R I N T E N T

Search:

“Best Surf

Board”

NOEcommerce

Stores in

Top 10

D O E S G O O G L E T H I N K Y O U A R E

MOBILE

FRIENDLY?

MOBILE

SITE SPEED

To Check Site Speed:

goo.gl/0AoOxe

ENGAGEMENT

BROWSE RATET I M E O N S I T E

POGOSTICKING

AMPLIFICATIONG r e a t C o n t e n ti s n o t e n o u g h

H O W TO C O N F I G U R E M A G E N TO

SECTION 2

P R O D U C T U R L S

P R O D U C T U R L S

C A N O N I C A L S

H T M L I M P R O V E M E N T S

C R AW L E R R O R S

PA R A M E T E R S

A C T I V I T Y C R E AT E S

2 2 , 4 7 1 E X T R A U R L S

C O N F I G U R I N G PA R A M E T E R S

P R O D U C T S C H E M A

Guidelines

goo.gl/5xfWm0

Structured Data Testing Tool

goo.gl/Ascjhx

MOBILECHECKLIST

• Check Robots.txt

• viewport content=”device-width”

• 5px between tap targets

SITE SPEED• Full Page Caching

• CDNs Content Delivery Networks

• Minifying Code and Zipping Assets

Magento

• Fix Dupicate URLs with Canonicals

• Redirect URLs for Disabled Products

• Configure Parameters

• Ensure Unique Content

• Ensure Unique Titles

• Product/Review Schema

• Robots.txt Ensure JS and CSS can be read

• Speed – Caching and CDNs

Recap

MARKETING and SEO need to work together

FURTHERREADING

• Google Algorithm Change History

https://goo.gl/Z1hcd5

• Comprehensive Guide to SEO

https://goo.gl/GepeiM

• Dr Pete Webinar on Google’s Algorithm

https://goo.gl/zH7H5h

• Rand FishkinCracking the SEO code in 2015

https://goo.gl/iGDDdX

Mark Binns

mark.binns@acidgreen.com.au

acidgreen.com.au